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IDF infiltrates Israeli reality show in bid to raise security on the home front (HAŽARETZ NEWS) By Emilie Grunzweig 04/18/12)Source: http://www.haaretz.com/news/diplomacy-defense/idf-infiltrates-israeli-reality-show-in-bid-to-raise-security-on-the-home-front-1.424954 HA'ARETZ} NEWS SERVICE HA'ARETZ} NEWS SERVICE Articles-Index-TopPublishers-Index-Top
The Home Front Command is to partner with the Channel 2 reality show "Overdraft Family" in the upcoming season, issuing prizes costing hundreds of thousands to participants.

In the program, which is going into its sixth season, life coach Alon Gal teaches families in economic trouble to change their lifestyles in order to get out of debt.

The new season will feature a security-themed contest, with prizes furnished by the Home Front Command of the Israel Defense Forces. The IDF Spokesperson´s Office confirmed the partnership with Channel 2 operator Reshet, adding that it was part of a comprehensive campaign the Home Front Command is launching within a few weeks.

The partnership with "Overdraft Family" will include earthquake preparedness instruction and references to National Master Plan 38 (Tama 38 ), which provides incentives to property owners who reinforce their buildings. In August, Home Front Defense Minister Matan Vilnai asked the Home Front Command to join the Tama 38 campaign.

In previous seasons of "Overdraft Family" business interests such as Bank Hapoalim, Discount Bank and the Super-Sol supermarket chain were commercial sponsors and partners in the program. In 2009 the Second Authority for Radio and Television punished Reshet for the exposure it gave to Hapoalim. The partnership, however, was also chosen as the most effective marketing campaign the month it was broadcast.

The Second Authority does not forbid programs to distribute prizes donated by external sources, but must approve programming partnerships, such as the one with the Home Front Command, in advance.

Reshet said in response: "´Overdraft Family´, which deals with instruction and empowerment of families in difficult economic situations, is pleased to cooperate with the Home Front Command in its new season this May. The Home Front Command is one of the bodies contributing prizes, and as part of the cooperation will present the public with important information as to the correct behavior in emergency situations, and will direct viewers to a prize-bearing contest on Reshet´s website."

The IDF Spokesperson´s Office said: "A few years ago the Home Front Command began an advertising campaign encouraging the population to prepare a secure space and be prepared in advance for emergency situations, as well as other activities that include information, and firm contacts between the Home Front Command and the local authorities, together with other emergency agencies and organizations."

"This year," the statement continued, "in addition to the threat of missile attacks, the Home Front Command stresses the preparation for a possible earthquake. The campaign is expected to be launched in the upcoming months following a tender process by the Defense Ministry and the IDF. The winners of the tender were chosen after fulfilling the tender´s conditions and after they presented the most profitable offer, as customary in the world of advertising ... Saving lives is priceless, and any attempt to weigh the economical cost opposite the benefits of proper behavior in times of emergency is wrong and unworthy. The Home Front Command shall continue to work in various ways, including advertising campaigns in its effort to reach all Israeli citizens and increase their awareness to these issues." (© Copyright 2012 Ha´aretz 04/18/12)


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